Following the phenomenal success of Mags Worldwide’s 2025 All Aboard event — where the representation company exclusively chartered the iconic British Pullman, a Belmond train — the consensus among the ten DMC partners was that they should definitely do it again this year.
And so, All Aboard 2026 was born.
The event was a powerful demonstration of continued investment and long-term commitment to the UK MICE market. By bringing their senior teams into the UK once again, Mags Worldwide partners reinforced the importance they place on building meaningful relationships with UK agencies and supporting business growth across our industry.
Keeping the winning formula, Mags Worldwide secured the first Thursday and Friday of February once again. Planning began as early as July, when founder Mags Shaw approached The Royal Yacht Britannia to explore the possibility of hosting this year’s headline event aboard one of the UK’s most prestigious venues.
“Within a week, the wonderful Diane McRae provided a rate that allowed us to move forward — and just like that, the vision began to take shape,” said Shaw. “The Balmoral responded almost instantly with an attractive and workable rate for our accommodation needs, providing the perfect luxury base in the heart of Edinburgh. From there, momentum built quickly.”
When registration launched in September, the response was overwhelming. Within just 14 days, 75% of places had been secured. By December the event was almost at capacity, and by 5th January every seat was taken — with no cancellations and a 100% show rate. “In today’s events landscape, that alone felt like a triumph,” Shaw commented.
Agencies covered their own travel, supported by discount codes from Arriva and LNER, alongside a timely government rail promotion in January which helped make attendance even more accessible. Mags Worldwide also added an extra incentive: partners were invited to join later in the evening aboard the Yacht, elevating the networking opportunity even further.
For those wishing to extend their stay, hosted rooms were arranged at a curated selection of Edinburgh’s finest hotels. And by early February, everything was set.
A Royal Welcome
Guests were welcomed at The Balmoral with Scottish homemade shortbread, an array of sweet treats, and — of course — Irn-Bru, setting the tone for a distinctly Scottish experience.
A red vintage bus transported attendees through Edinburgh to The Royal Yacht Britannia, where a traditional bagpiper greeted them on arrival. Drinks were served in the Drawing Room, accompanied by a pianist, while guided tours allowed guests to explore this historic vessel.
Dinner was enjoyed in the State Dining Room — a beautifully curated three-course experience interwoven with engaging presentations from our partners. As the evening evolved, additional invited partners joined, creating a vibrant and meaningful networking environment in truly unforgettable surroundings.
Entertainment flowed seamlessly from a live jazz band to energetic Scottish dancers who brought unmistakable local flair. The evening concluded with a stirring “Beating of the Retreat” performed by the Queen’s Brass Band, filling the Yacht with powerful renditions of Scottish anthems — there truly was not a dry eye in sight.
Day Two & Lasting Impact
The following morning, guests gathered for a spectacular brunch at The Balmoral before departures. Notably, almost 90% of attendees chose to extend their stay — hosted by The Virgin, The Hoxton, Cameron House and additional rooms at The Balmoral — a testament to the strength of our hotel partnerships and the destination’s appeal.
Beyond the business and celebration, the event raised £2,000 for industry charity Meeting Needs, ensuring it delivered meaningful impact beyond the experience itself.
As a final touch, each guest received a bespoke pink tartan scarf — a stylish nod to the transition into March and a subtle tribute to breast cancer awareness month.
“From exclusive venues and seamless logistics to exceptional engagement and genuine industry impact, All Aboard 2026 once again showed what is possible when collaboration, creativity and commitment come together, we could not have achieved this without our partners, sponsors & hotel hosts,” said Shaw. “All Aboard 2027 — shall we? could we? will we?”